Photo: Jack Duval via flickr
Wharton isn’t satisfied with how its brand is perceived, because it thinks that all the top 20 business schools are far too similar, reports Melissa Korn at the Wall Street Journal. So, it’s making some changes to focus its brand around a single word.Knowledge.
Everything will be built around the promise of knowledge. Wharton’s blog, for instance, is already called [email protected]. Its new tagline is “Knowledge for … ,” which will be completed with a variety of words like “life” and “action.”
And it’s trying to make the brand as appealing as possible to the segment of students it already attracts: quants. The school’s marketing will be piled high with charts, graphs and infographics.
Korn spoke with Wharton’s dean Thomas Robertson about what he wants out of the Wharton brand. Here’s what he had to say:
“It was important that we clarify and achieve consistency for the Wharton brand. It was a matter of finding a shared understanding of what the brand is all about.
Words such as knowledge, analytics, rigour came up [in focus groups]. Initially, there was no single platform that we could identify.
One of the challenges was to look at [the websites of] the top 20 schools, take off the brand names and see if you could tell which school was which. Even putting Wharton in there, they all look very much alike.”
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